By Berta Ventura, on 21 January 2022
Many companies use Pinterest Ads to promote content and attract users. Recently, Pinterest launched Pinterest Shopping, a tool that allows brands to sell through the social network.
In this article, we will explain how to advertise on Pinterest and everything you need to know about Pinterest Shopping to boost the success of your ecommerce.
Pinterest Shopping: What Is It?
Pinterest Shopping is a space where you can promote and sell products. At the moment, this new feature is only available to sellers and consumers in some countries.
When you visit Pinterest and search for a topic, a tab will appear with relevant products available for purchase. The user will also be able to filter by price and brand, allowing them to customize their searches.
Many user needs arise after seeing images on Pinterest. From now on, when you click on a pin, the products that appear can be purchased. The system also displays information of interest to the user, including–price, reviews, and shipping options.
It will also be possible to buy through Pinterest Lens, meaning that you can take a picture of a product and Pinterest will show you similar ones available for purchase. This system merges offline needs with online purchases.
With the implementation of this tool, Pinterest Shopping has become a new sales channel. Considering its popularity, it is worth incorporating it into your content marketing strategy.
Advantages of Pinterest Ads for Your Ecommerce Strategy
Pinterest, with more than 400 million active users, is one of the trendiest social networks. There are many reasons to include it in your ecommerce strategy. For starters, this social network is an important selling channel.
These are the main advantages:
It has low costs: The competition in this social network is lower compared to Facebook and Instagram, so you can gain more visibility without investing a large amount of money. The average CPC on Pinterest is also more favorable.
It is still growing: Pinterest is a platform that is still growing, so advertising on it is a way to reach more and more users.
It is not oversaturated: Unlike other platforms, Pinterest isn't oversaturated with ads, so users are more receptive to relevant information about products.
It has the ability to inspire: Considering that a large percentage of users' needs come from seeing content on Pinterest, advertising on it can increase sales for a brand.
It allows segmentation: Segmentation is key since it allows you to reach people who are already searching for a certain product.
It is very visual: With visual content, you can quickly and easily reach your users.
It is worth noting that some brands discovered that users who came to their online store through Pinterest had a higher chance of converting than users who came from other social channels.
How to Use Pinterest Shopping in Your Online Business
Upload Products to the Pinterest Profile
Pins are the key element and they should be shown in an attractive and eye-catching way.
Product pins come from catalogs, which can be used to upload product data to Pinterest.
One of the main advantages of using pins in a catalog is that all products can be displayed by categories or groups, which helps the user find what he or she is looking for.
Brands that want to promote product groups can create Shopping Ads, which allow product pins to be shown to a larger number of people.
Pinterest also allows you to connect a Shopify store with a Pinterest Business account. In this case, the catalog is uploaded directly to Pinterest and a 'Shopping' tab is added to the profile, making it easy for any user to buy.
Developing Brand Loyalty
More than half of the users on Pinterest tend to become loyal to brands they discover on the social network.
To gain visibility and generate more trust with the user, a brand can join the verified merchant program. Being part of this program is a way to show details about your brand and its values.
Adapting Advertising Campaigns
Pinterest supports different types of ads, so you should design campaigns that cater to your target audience.
- Shopping Ads: These are perfect because they reach the user at the right time and provide information about price, availability, and more.
- Collection Ads: In this case, the products are presented in the form of slides. They allow you to show several similar items and let the user decide which one to buy. It is ideal to provide the user with multiple options.
- Segmented Ads: There are people who have shown interest in a product, but have not purchased it. For these types of people, you should leverage targeted advertising to show ads based on searches or items users have added to their shopping carts.
- Automatic Offers: Pinterest displays and adjusts offers based on the user's interests. This assists in generating the highest number of conversions.
Taking all of this into account, the final step is to measure the results and impact of Pinterest Shopping Ads on your users. Make sure to analyze the number of conversions your ads are generating to see if any changes should be made to your online strategy.